1. © Trivector 1 GREEN CITIZENS OF EUROPE -4,5 YEARS OF IMPLEMENTATION OF MM IN UMEÅ, SWEDEN ECOMM 2015, Utrecht Emma Ödling, Umeå municipality, emma.odling@umea.se Caroline Mattsson, Trivector, caroline.mattsson@trivector.se

2. © Trivector SUCCESS FACTORS  Strategic document – Action programme for air quality  Wide range of activities implemented  Cooperation with many stakeholders  Knowledge and experience in the project office – which has been spread to others  A learning organisation – activities have been evaluated and results used to improve  Getting inspiration from other cities adapting them to local conditions  Being able to show results! 2

3. © Trivector WIDE RANGE OF ACTIVITIES IMPLEMENTED Around 50 larger activities within 5 categories! 1. Encouragement to start cycling and cycle more 2. Increased numbers of people who take the bus, train or who lift-share 3. Increased knowledge and awareness of sustainable travel and sustainable living 4. Reduction of energy use in residential buildings 5. Increased waste separation in residential buildings and in public spaces  And a lot of information and dissemination activities, participation at events, etc. 3

4. © Trivector INCREASE CYCLING AWARENESS  Pedal for medal (2010, 2011, 2012) ‒ 854 participants from work places competing of cycling longest distance ‒ 60-67 % cycles 4-5 days a week after 6 months ‒ 45 % don’t drive as often to work (2012)  Winterpedalling (2010/2011, 2013, 2014) ‒ More than 50 % continue biking at least 3 days a week 4

5. © Trivector SUPPORTIVE ACTIONS WITH COOPERATION  Park & bike (2014) ‒ Car drivers park outside city centre and go by bike the last distance ‒ 30 % of the inhabitants know of it! ‒ Collaboration with the municipal parking company  Bicycle garage at Umeå Airport (2013) ‒ 16 places inside + 100 under roof ‒ So popular it will be extended! ‒ Umeå airport finances 5

6. © Trivector INTRODUCING MM IN THE BUILDING PROCESS  Parking pay off in building permit  The developer can get a 40 % reduction from the parking norm for work place parking places if the following is fulfilled: ‒ Offer facilities for cycling commuters, changing rooms and warm parking. ‒ Offer membership in a car sharing company ‒ Communicate sustainable travelling for the employees ‒ Support improvements in public transport, mobility manager 6

7. © Trivector EXAMPLES OF DISSEMINATION…  52 000 brochures, posters, etc.  115 000 e-mails  22 000 unik web visitors every year  65 press articles  17 radio spots  16 TV spots  54 web articles  9 webb-TV spots  3 articles in magazines  1323 likes on Facebook  468 followers on Twitter  1740 newsletter receivers (2014)  20 000 ”breakfast bags” handed out  21 000 talks on fairs 7 In total around 72 000 activities, spots and mailings! Every year!

8. © Trivector MORE THAN 50 % OF THE INHABITANTS KNOW OF THE PROJECT OFFICE  Bike service: 100 %  Bike rental: 97,5 %  Park & bike: 81 %  Winterpedalling: 95 %  Try e-bike: most of them very satisfied 8 SATISFIED PARTICIPANTS!

9. © Trivector GREEN CITIZENS HAS INFLUENCED TRAVELLING  Around 9 000 inhabitants travel less by car to work/studies  Around 11 000 inhabitants travel less by car during free time  This makes around 3300 km less car trips per week  = 0,6 ton less CO2 emissions  10 % of the total emissions of 1 Swede per year 9

10. © Trivector BUT… CHALLENGES REMAIN  Despite 6 years of working with MM, recent parking regulation and effort put in cycling infrastructure no evidence in modal shift can be seen. ‒ Which further steps should be taken?  Be Green Umeå, the project office, is now put on ice. ‒ What should be done to make it active again? ‒ How can politicians be convinced of the cost effectiveness? 10